Two Hats: Wait, What? by Mekanism

Two Hats: Wait, What? by Mekanism

Brewing giant MillerCoors is introducing a new line of beers to reach those who don’t drink much beer, and with it a new campaign designed to appeal to that demographic.

Two Hats is a new brand of light beers with a hint of all-natural fruit flavor with two options, lime and pineapple, that won’t break the bank. The brand describes it in a release as “a good, cheap option that suits the taste and budget of a new generation of drinkers who aren’t currently big on beer.”

The accompanying campaign, called ‘Wait, What?’ is launching entirely on digital – a first for MillerCoors when launching a new brand – and will flood the internet with memes that they hope will make viewers say, “Two Hats is good, cheap beer. Wait, What?” The simple campaign is certainly meme-ready, featuring quick videos (with six- and 15-second options) that show the beer and a ‘whoa’ face by a very 1970s-looking dude. One has the added element of slo-mo destruction as a bowling ball smashes into a pin-setting of wine bottles, stating “Good cheap beer is coming…Stop your wine-ing,” meant to appeal to the current wine drinker who might just switch to a lighter beer.

Developed by creative agency Mekanism and its in-house social media agency and in-house production company, Epic Signal and Sister, respectively, the campaign is aimed at 21-24-year-olds who don't currently consider beer their beverage of choice.